#023. How to deal with schizo customers?

Hey folks!

Did you know some duplicates are not real duplicates?

Meet John.

John is a happy husband and father of three.

He likes hiking and beautiful landscapes. A lot of outdoor activities. He prefers Asian food and large bedrooms.

John is also a Sales executive that travels a lot for work. He likes to sleep in the city center, near the business district. Doesn’t care about the bedroom size but Wi-Fi is mandatory.

For a hospitality brand, John can be a nightmare. If they de-duplicate the record!

Sometimes, having two records for the same person can be the best solution.

As a matter of fact, if you have a look at the Customer Data Platform, it will unify John’s profile but can keep the 2 personae (if CDP users addressed this use-case).

Whenever the brand is big enough to have a wide range of products, it must deal with customers with multiple personalities.

A car dealer also drives a car…

So, what should you do about this?

#1 Identify them

Whether you have a Customer Data Platform or not, you should list all your schizo subscribers.

Why?

Again, let’s study John’s example.

John may be a bit annoying when with his family: regular complaints, weird demands, and not much of a spender.

When traveling for work, it could be the exact opposite in terms of demands and spending… with benefits: maybe John has a big influence on his co-worker’s choice of hotels.

If you don’t know that, you could end up providing a bad experience to “family John” and lose a dozen of regular guests.

So, yes. Identify them.

#2 Upgrade them

Once you have listed every subscriber’s different identity, treat each of them at the same level as the highest-ranking persona.

If Sales rep John is a VIP, then treat family John as a VIP.

And vice versa.

Most of the time these customers bring the highest revenue, invest in them.

You have two goals here:

  1. Nurture your best customers
  2. Identify which personality is the most valuable

Why?

#3 Create more schizo customers!

You now know who your schizo customers are and have a list of identities with benefits.

Turn this upside down.

Try and identify a persona look-alike based on your contact database and enrich it with another identity.

Yes: ask for work or family or hobbies information.

Extend your customer knowledge.

Add their spouse to your list.

You’ll be able to be smarter for upsell and retention.

First-party data is a weapon of choice these days. Use it!

Have a nice week!

If you haven’t yet, don’t forget to take The Future of SFMC Jobs survey!

Stand out in SFMC's jungle

Every week, get tips about Salesforce Marketing Cloud.

Subscribe

Smarter, together